Submitted by InfluencerAgency IPI Score 60/100

Showing the world the future of football

Influencer Marketing

Influencer built a cinematic creator programme across seven markets for the Saudi Arabian Football Federation, reaching a combined audience of 33.5M across all creator content.

359Assets posted by creators
33.5MAudience combined
6.5MEngagements
60MPeople reached worldwide

Case in 60 seconds

Saudi Arabia was gaining attention in global football, and the Saudi Arabian Football Federation wanted to extend the narrative beyond the game itself, which meant weaving football passion together with the country's culture and hospitality for international audiences.

The campaign appears to turn on the fact that international attention was already arriving through football, so the sport could carry cultural material to audiences who would not have sought that material on its own.

A cinematic creator experience that placed the match and the country in the same frame, so that stadium access and cultural hospitality read as one story about Saudi Arabia's role in the future of football.

Influencer and the federation ran the creator experience across seven markets, taking audiences behind the scenes of major matches and into cultural settings including starlit desert feasts, with content posted on TikTok, Instagram and YouTube.

Influencer reports 33.5M audience combined across all creator content and 6.5M engagements across TikTok, Instagram, and Youtube, from 359 assets posted in total by creators, and describes the work as having changed perceptions.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

International audiences following global football, whom the federation wanted to reach with a story about Saudi culture and hospitality beyond the game itself.
Based on the available evidence, the tension sat in international perceptions of Saudi Arabia's place in global football, which the page describes the campaign as working to shift rather than simply amplify.
Football coverage concentrates on the match, so a federation wanting to talk about culture and hospitality had to find content that carried both without either reading as an interruption of the other.
The federation positioned itself as host rather than only as governing body, using match access as the entry point and cultural hospitality as what the access opened onto.
The page does not state audience research, though the pairing of stadium moments with desert feasts suggests an assumption that behind-the-scenes access is what earns attention for the cultural material that follows it.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok
  • YouTube

Partners

  • Influencer (lead_agency)

Results & Evidence

MetricValueResult type
Assets posted by creators359 Assets posted in total by creators.content_pieces
Audience combined33.5M Audience combined across all creator contentcreators_count
Engagements6.5M Engagements across TikTok, Instagram, and Youtube.engagements
People reached worldwideThe campaign reached nearly 60 million people worldwide, with 33.5 million audience engagements.reach

Why Influencer's strategy worked

  1. 1

    Where a country is already under sporting attention, creator access can be used to widen what that attention takes in, because the audience arrives for the match and stays through whatever the same creator shows next.

  2. 2

    Running one experience across seven markets with a single creative premise appears to trade market-specific tailoring for consistency of the story, which suits a perception objective where the message has to arrive the same way everywhere.

  3. 3

    A volume of 359 assets against 6.5M engagements suggests the programme was built on sustained posting across three platforms rather than on a small number of hero pieces, so reach accumulated through repetition.

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